South Africa’s podcasting industry is experiencing an unprecedented boom – driven by a young, mobile-first population, growing demand for authentic local storytelling, trustworthy news content, and increased interest and investment in content creation.[1]
Against this backdrop, 12 podcasters from Lesotho, Malawi, and South Africa participated in the Sound Waves Podcast Training, held in Johannesburg in July this year.
Jointly hosted by the French Institute of South Africa (IFAS), the Goethe-Institut South Africa, and the South African Podcasters Guild (SAPG), the programme was designed to respond to the rapidly evolving and growing audio media landscape and to equip creators with the tools, mentorship, and knowledge to develop and thrive in this sector.
According to Paulo Dias of the SAPG, “Research shows that 71,7% of internet users in SA over 16 years listen to podcasts, a cohort that not only consumes but curates their media intentionally.[2] And it is for this reason as a Guild we see it as vital to support the development of this sector.”
“The South Africa’s podcasting market is projected to grow from USD 307 million in 2024 to USD 1.85 billion by 2030[3], according to research,” says Nesa Fröhlich from the Goethe- Institut. “This means that the opportunity for entrepreneurial South Africans to monetize their creative output does exist, offering viable economic benefits.”
“The (training) felt like an intense injection of skills, confidence, and expertise,” said participant Susan Comrie (South Africa). “I’m walking away with a solid set of skills to turn my half-finished project into something real.”
“Within the creative sector, across a number of genres including film and podcasting, we are witnessing an increased desire for more authentic voices to be showcased,” says Emmanuelle Denavit-Feller from IFAS. “Audiences want to hear their stories in the vernacular, and engage with issues from a local perspective – by someone they develop a sense of trust and connection with.”
Another participant, Claude Marie Bernard Kayitare (South Africa) echoing these sentiments said: “As a representative from the refugee and migrant network, I see immense potential in using podcasting to share the many untold stories from our communities and to continue advocating for the rights and dignity of our people. The skills I gained during the training have opened up a whole new avenue for communication and impact.
“By creating a space for mutual learning, we supported this cohort in strengthening their podcasting skills, enhancing content quality, growing their audiences and exploring monetisation opportunities,” said Nesa Fröhlich from the Goethe-Institut South Africa.
The five-day Sound Waves programme delivered intensive learning through workshops and engagements around developing the story and scripting, audio editing and production, interviewing and voice recording techniques, monetisation strategies, ethical content creation and AI tools and the future of podcasting. Sessions led by German facilitators, including Philip Artelt and Dina Elsayed, offered deep insights into European podcasting trends and technical innovations. A public panel discussion on The Evolving Industry of Podcasting, was held at IFAS during this time, which facilitated cross-continental dialogue on the podcasting landscapes in South Africa, France, and Germany.
The Goethe-Institut South Africa hosted the training in its dynamic creative spaces, where participants and facilitators could connect informally between sessions. These networking opportunities led to new collaborations, with some participants planning joint cross-country podcast projects.
Participants included mostly mid-career- with some emerging podcasters composed of investigative journalists, activists, educators and creatives who worked closely with experienced facilitators, developing their projects, and connecting and networking with peers.
“This training re-ignited a creative spark in me,” noted Bongiwe Zihlangu, from Lesotho. “I feel recharged and ready to take on the world with consistent, quality content, one creation at a time.”
“We believe this cohort left with increased confidence, having made solid connections with peers and their mentors and facilitators, and with tangible strategies to create podcasts that reflect the richness of Southern African life,” says Emmanuelle Denavit-Feller from IFAS.
Another participant, Tendayi Nyeke (SA), will be releasing a movie called “Loved Out” in September, and they will be airing a podcast spin off for the movie. “The training was actually incredible in helping us refine our podcast Loved Out Af.”
As South Africa continues to outpace global trends in podcast consumption— local internet users are among the highest in the world with an estimated 36.8% of internet users over the age of 16 listening weekly.[4] Programmes like Sound Waves are helping shape the next generation of content creators and audio entrepreneurs.
Going forward, IFAS, Goethe-Institut, and SAPG remain committed to nurturing this space and scaling opportunities for African voices to be heard.
More more information about the various partners in this project go to:
- IFAS: www.frenchinstitute.org.za
- Goethe-Institut South Africa : www.goethe.de/joburg
- SAPG: https://www.sapg.co.za/